Natural Sweeteners on the Rise (Sweets for the Sweet)

As America’s health is on the decline and conditions like obesity, diabetes and hypertension are household discussions, many consumers are looking for healthy alternatives to not-so-healthy habits, such as late-night runs to Baskin-Robbins.

Natural sweeteners are removing the guilt but leaving the flavor by offering naturally derived sweeteners from plants and fruits that don’t increase blood pressure, have little to no calories and are often low on the glycemic index (GI). They are great for low-carb, low-calorie diets, diabetics and weight-conscious individuals, as well as those worried about tooth decay.

“It took a long time for the public to abandon their ‘diabetes can’t happen to me’ attitude, but as many are now finding out, it can, and it does [happen to them],” said Jason Kroner, health and fitness editor of NOW Foods. “Fortunately, there has been a surge in awareness on the dangers associated with excess sugar consumption. The mainstream media has covered the subject extensively, and this has actually helped our industry to some extent.”

Scott Taylor, president of Purpose Foods, said, “Historically, the sugar-substitute market has been about avoiding calories. From the introduction of saccharin-branded Sweet'N Low to today's dominant Splenda, the key reason artificial sweeteners exist is to save calories. For manufacturers using sugar substitutes like high fructose corn syrup (HFCS), the main appeal is cost savings.”

The natural sweeteners market is grabbing consumers’ attention due to a shift in awareness and interest. “Consumers are being more selective about the products they are putting into their systems and want to be sure they are safe,” said Brian Craig, vice president, international sales, Xlear.

As the negative effects of artificial sweeteners are surfacing, more consumers are looking for healthier ways to satisfy their sweet tooth, but they are also looking for conventional products that don’t use sweeteners such as HFCS.

“Today, HFCS is found in tens of thousands of products, many of which people would never even think to consider,” Kroner said. “It is a very potent, inexpensive sweetener and is currently being used in breads, cereals, condiments, beer and scores of other products.”

“Currently, there is a lot of skepticism about the safety of artificial sweeteners. Natural sweeteners offer an alternative to sugar and artificial sweeteners,” said Joseph Truong, Sweet Simplicity Brand Manager, Merisant.